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Why Do Most Designer Toys Suck So Badly?

Design critic Alexandra Lange goes shopping for the perfect kids toy—and finds so much design falls short.


It was perhaps the fifth or sixth time I found myself, flat on the floor, arm extended, sweeping a broom under the couch to try to retrieve the quarter-size wheels of my son’s Automoblox Minis that I thought, "This is not a good design."

Everything about them looked great. Automoblox share the traits of many toys sold at Giggle, the MoMA Design Store, and the overpriced kids boutique in your neighborhood: They are made of wood, the colors are bright and unisex, they use no batteries, they evoke the past, and they cost significantly more than the plastic, pink-or-blue, light-blinking, noise-making blobs sold at Toys R Us. These qualities explain why three different people decided Automoblox were the ideal gift for the offspring of an architect and a design critic.

And yet, my son seemed perplexed by how to play with them, beyond rolling them back and forth, something any die-cast drugstore school bus can do. Automoblox promises creativity: "With Automoblox, your child plays outside the box—and builds the design pictured in his or her mind." First, I think they are starting the advertising clichés a little young. Second, those design options are severely limited. You can exchange a sporty rear end for a utilitarian one, a green transparent cab for a purple one, one set of colored tires for another. But whatever you do, you get another car.

It took my husband’s outside-the-box thinking to make the whole thing into a flatbed (it takes two axles and all the center sections). Then we had a pile of unusable spare parts, including those wheels, which seem designed to be lost (replacements are $10). The box promised interchangeability, but all the change was color, not function. Automoblox are really like dolls for (primarily, not to stereotype) boys. All you can do is change their outfits.

AutomobloxDespite appearances, Automoblox are a trophy toy: all looks, no lesson. And as I survey the field of design toys for kids, I see too many other wooden, bright, no-battery, retro, expensive items that seem like no fun. It’s ironic that these are all aimed at the design-loving parent, because, with their emphasis on looks and embedded modernism, they are teaching precisely the opposite of outside-the-box thinking.

Melissa Doug

I see my son gravitating toward two poles in toys, either the entirely abstract, like plain blocks or the very specific, like Matchbox cars or fake fruits or Fisher Price Little People (I bought him the 1974 airport on eBay—the toy I always wished I had). The plain blocks allow kids to make anything. The cars, fruits, or Little People help them pretend to be adults. The blocks are totally modern—Frank Lloyd Wright played with unpainted Froebel blocks, Maria Montessori advocated toys with only one or two qualities that change (like blocks that were all square, all one color, but graduated in size). The cars and people, not so much.

Blocks Step

I asked Lisa Mahar, owner of educational design store Kid O (who produced the block sets above and below) if there was any theory behind my hypothesis, and she said there was, to a point. "Montessori theory does back this up. Fruit, animals, maps, anything natural is presented in its true form. Manmade items like cars, buildings aren't represented in these schools. At City & Country School kids create man-made things on their own with blocks, paper, or wood."

Blocks Step

So Automoblox would not be allowed in that classroom, but the principle still applies. What’s problematic about Automoblox is partly that kids can’t exercise their own vision—all the cars come out looking like Corvettes—but also they also can’t play garage, or airport, or museum. The cars do too little. Other equally cool-looking toys, including seemingly basic sets of blocks, are gussied up with too much conflicting information.

Girard blocks

Take House Industries’ Alexander Girard alphabet blocks, for example. "For a child learning how to read or spell, the letters are too stylized. There is also no reason for the colors—i.e. vowels aren’t all one color," Mahar says. They are another trophy, one that would look good piled artfully by an adult on the bookshelf. I suspect no child really wants to make the Eames House either, the theme of the latest (and sold out) set of House Industries blocks.

Eames House blocks

If you want something that looks more fun than a Froebel set, better to buy the translucent Magna-Tiles (pictured below), or for smaller kids, buy the stackable SoftBlocks.

Magna Tiles

At the Museum of Modern Art’s Shape Lab, many toys are homemade, like yoga blocks with magnets attached, which allow visitors to explore wall composition a la Donald Judd. They have also used Grimm’s wooden blocks (pictured below), which are vegetable dyed (since paint chips), and toys from Learning Materials Workshop. "Our focus is on the open-ended, to let visitors build on their experiences instead of the toy guiding what the experience should be," says Elizabeth Margulies, Educator, MoMA School and Family Programs.

Wooden blocks

I am not willing to ban representations of the man-made from my toy drawers. For a city child, I believe trucks, buses, rollers, and excavators are part of their natural world, and sometimes the farm focus of children’s literature can seem obsessive and out-of-place. There are a number of specific, operable, not battery-powered vehicles that let kids be in charge of their world, if not make it from scratch. Some are, however, plastic.

In my house the unused Automoblox pieces get compacted in the Battat Garbage truck, a sturdy, not garish item that sells for less than $20, has an operable hatch, and even comes with two trash cans. There’s even an eco-version, a recycling truck made of recycled plastic by GreenToys (of course).

Green toys recycling truck

From the moment he ripped open the box on the Battat, not for one instant was my son confused about its highest and best use. So buy the trophy toys for yourself—and don’t overlook the plain little cubes in the corner next time you are searching for the perfect toddler gift.

Alexandra Lange is an architecture and design critic, journalist, and historian based in Brooklyn. Her work has appeared in The Architect's Newspaper, Design Observer, Icon, Metropolis, New York Magazine and The New York Times. She is co-author, with Jane Thompson, of Design Research: The Store That Brought Modern Living to American Homes (Chronicle, 2010).


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  • Anna Bystrik

    So continued: the games with combinatorics - of course your child will not come up with this problems by him- or her-self, the idea is you play with your kid (Maria Montessori, mentioned in the article for some misled reason as a counterexample), did - with the street kids she was put in charge to rescue by the Italian gov). These toys are well-made with respect to the learning, in the best Montessori tradition. The idea is for the parents to think out of the box and play with the child themselves. To do so, you need to prepare a bit: think of a task, message, set it up on a table or a plate, at the write moment spent a few min with your kid, and she/he will carry on. And so far we lost only ONE tire (a spare one, not the actual one) and will buy a replacement now - googling the replacements, this article is one of the top searches, so I felt compelled to reply. Or, and a toy foods box - we got a very high milage out of this one, before donating it to a smaller child, so ... :)?

  • Anna Bystrik

    Automoblox cars are still (for several years) among of my 9 yo favorite toys. When she was a few years younger, pulling them around, she pretended the cars themselves were parents and children (we have both full-sized ones ans minis). As she got older, she put small metal cylinders in, pretending they were the mini's passengers. We also play a lot of games with combinatorics involved: the regular size cars are color-coordinated with the people inside. So we may ask questions: there are, say, four colors for the cars and four colors for the people groups. How many ways to combine if each people group must be together? This is a simple one, more fun follows as your child gets the idea. Later you can mark the people with erasable markers and ask how many ways to put the people in a car or in a pair of cars, if they are distinguishable. Parents, think out of the box :). To be continued in the following comment.